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Introduction
The specific behavior that is
being influenced in Take the No Idling Challenge is to turn cars off and not be
idling when in park or not driving for the conservation of polar bears. This
behavior change is critical for a sustainable economy and excessive idling
presents many negatives which is mainly on the pollutants being expelled on the
environment. The link to polar bears is direct as when vehicles burn fossil
fuels, they are emitting carbon dioxide into the atmosphere, thus melting
critical polar ice caps that polar bears live upon. These gases are trapped
into the atmosphere and therefore locks in heat and disrupts the climate (
In the journal article Environmental
Reviews and Case Studies the authors Mildenberger et al discuss how
theoretical approaches are the best element to environmental behavioral change
(Mildenberger, Stokes, Savan, Kolenda, & Doldermann, 2013). As this
campaign is following in coherence by being voluntary and well written along with
prompts that are influential as this campaign reinforces that "You have a
very important role to guide the young people in the right direction and lead
by example with encouragement" (Mildenberger et al., 2013, p. 1).
In another journal article called The Dragons of Inaction by Robert Gifford the psychological barriers to behavior change are discussed. One of them being ignorance and having an ancient brain per say. as the issue can be prevalent however the unawareness outpowers the will to change (Gifford & Robert, 2011). He discusses unless the issue is directly affecting them there is no course for change and action. Which in this campaign the marketing tool of using heart strings and younger children talking during public events has changed viewpoints of adults to prevent climate change and implement policies at their work. "If the children are talking about it, they must have a valid point" which was quoted by Samantha Jackson as she implemented a no idle rule while loading and unloading being the health and safety coordinator at a truck transport company (Take the No Idling Challenge!, n.d).
In another journal article called The Dragons of Inaction by Robert Gifford the psychological barriers to behavior change are discussed. One of them being ignorance and having an ancient brain per say. as the issue can be prevalent however the unawareness outpowers the will to change (Gifford & Robert, 2011). He discusses unless the issue is directly affecting them there is no course for change and action. Which in this campaign the marketing tool of using heart strings and younger children talking during public events has changed viewpoints of adults to prevent climate change and implement policies at their work. "If the children are talking about it, they must have a valid point" which was quoted by Samantha Jackson as she implemented a no idle rule while loading and unloading being the health and safety coordinator at a truck transport company (Take the No Idling Challenge!, n.d).
There are also behaviors that
are explained that are targeting driving a vehicle with stop and go technology
to conserve fuel when a vehicle is in park or at drive-thru waiting in line.
Attached below is the campaign.
Barriers and Benefits to
Influencing a Particular Behaviour
In the No Idling Challenge the
barrier to influence turning vehicles off when in park is the perceived
invulnerability as often individuals to whom this is being targeted towards to
do not realize a personal susceptible health problem in that idling does
more than waste fuel but allows for increased carbon emissions in the
atmosphere that are ultimately inhaled by humans. An example in the Psychological
Barriers to Behavior Change article by James M. Olson who is a
professor of psychology at the University of Western Ontario in London talks
about a study done with risk assessment. This study looked upon a random sample
group in New Jersey and noted a pervasive tendency towards unrealistic optimism
regarding susceptibility to health-related problems (Olson, 1992). When
individuals were asked to estimate their own levels of risk compared to their
peers, respondents gave themselves a rating that was less likely than the
average to experience 25 of 32 health problems that included alcohol and drug
problems along with cancer and tooth decay (Olson, 1992).
Another barrier to this
campaign looks upon the lack of immediate consequences which further adds onto
the perceived invulnerability element (Olson, 1992). As stated in the campaign
when asked about why people are idling their cars the most common answer was to
keep the heat or a/c on. Another common response was "I did not realize;
my engine is so quiet anyways". With this brings the lack of knowledge and
individuals are more concerned for the current situation and how to best reach
that outcome. However, being clueless to the environmental degradation this is
bringing. The damage to excessive idling for your vehicles engine which will
drain consumers money in the long run, and of course with rising gas prices and
the volatility of price changing. Automakers have a role in this by producing
engines that are very quiet to meet noise regulations, therefore consumers are
typically attracted to them and can be easily overlooked when parked. Many
automakers have developed an auto start stop system which turns the engine off
when the vehicle comes to a stop which is great at saving fuel and cutting down
the damage onto the ecosystem.
Lastly a barrier that is
evident looks upon lack of perceived improvement as people often discontinue
exercise, or a diet as they are not perceiving improvement (Olson, 1992).
Similarly, in this campaign even if consumers are aware that their behavior
will result in less global warming and decrease the rate at which polar ice
caps are melting, they will typically resort to the "my contributions will
not make a difference". As global warming reduction is a global
effort and polar bears are animals that are not seen as readily as say birds,
with that being said the consumer does not perceive as much improvement from
their actions and discontinue doing so.
The benefits to adopting this
behavior are increased autonomy, environmental degradation is decreased, and
the individual acts as a leader to create and mitigate change. Polar
bears are also another benefit in regard to their conservation and protecting
an endangered species by allowing their home (ice caps) to not be susceptible
to melting as rapidly. Another benefit is that there is increased awareness on
the topic and people could follow in regard to your forthcoming along with the
benefit to human and animal health with lessened carbon emissions.
Individuals also save money in gas costs and avoid an engine rebuild, as idling
costs anywhere from 1/10 and 4/10 liters of fuel depending on the vehicle and
engine displacement (
Strategies Chosen by the
Campaign Organizers to Influence the Behaviour
In this
campaign the organizers use prompts to influence behavior and overall fostering
of a sustainable behavior (Prompts: Remembering to Act, n.d). For example,
"Around the
world, communities are investing in mass transit, bike infrastructure, and no
idle zones. This is good news, since fossil fuel-based transportation currently
produces almost 30% of carbon emissions! The key to getting the climate system
back to functioning the way it should and to preserving a future for polar
bears across the Arctic is to move away from fossil fuels for energy
altogether. In the meantime, we can take steps to use much, much less of the
kind of energy that adds heat-trapping gases to our atmosphere" (
This
campaign also utilizes many social norms to influence the behavior by outlining
how idling is not an acceptable behavior in society and makes you look bad,
along with no respect for the environment and those people around you (Prompts:
Remembering to Act, n.d). As a social norm governs the behavior of the
members in a society along with societal expectations (Prompts:
Remembering to Act, n.d). Thus, the campaign includes various postcards,
stickers, and social blogs to govern this. Attached is a sticker that is
encouraged from the campaign advisor to print out and attach it to your
vehicle.
(
Lastly the
campaign uses commitments and incentives in the form of the leadership
qualities the person taking the change behavior can adopt (Prompts:
Remembering to Act, n.d). Such as email templates to be given to higher up
executives that save you the time from formatting and just have to get the word
out. Along with sample tweets and Facebook posts that can generate ideas for a
sustainable future. Along with the encouragement that fosters you have a very
important role, “Guiding young people in a project is a delicate balance. You want
to provide sources of added information when they are stuck, not step-by step
instructions". Ultimately this strategy creates meaningful change and
fosters innovation in a mind that would be clueless on where to begin without
these critical thinking elements (Prompts:
Remembering to Act, n.d).
Presentation, Content and
Framing of Messages
The presentation in this
campaign is aesthetically pleasing and incorporates lots of coloured visuals to
make it easy on the reader to follow along and gain valuable information. This
campaign is clear, vivid, and personal towards the reader by utilizing heart
string elements and targets a specific age group including children and adults.
Heart strings are used via children actively volunteering in the campaign to
set an example (McKenzie-Mohr & Smith, 1999). The campaign also
understands and empowers the target audience by constantly mentioning "we
are counting on you to be role models". There are tons of emotions used
too by sad polar bears whom have lost their means of land to live on. As well
as emphasizing that polar bears are not to be taken for granted and if this
keeps up, they can be soon extinct. An element of fear-based appeals is also
used as they convey what will happen if the ultimate negative happens which
shows polar bears without a place to depend on for water and food resources (McKenzie-Mohr
& Smith, 1999). One negative is that there are not many credible
sources especially for statistics and important studies in this campaign, as
sure it specifically is targeted towards youth (11-18) but they would get the
wrong mindset and are not giving credit where credit is due for the authorized
sources. Lastly this campaign effectivity transmits the message through
effective channels which involve social media (Facebook, Twitter) and
advertising in terms of stickers, memos, and letters. There could be more put
into public gatherings for an in-person element to convey the ideas in a
personal matter. Due to these reasons this campaign has excellent messages
that will allow for individuals to adopt the behavior.
Analysis
Analysis
Overall, this campaign is
better than the Westminster one for many reasons. For example, there is more
of a visual and effective colour scheme used in the polar bears one which
allows for the reader to follow along better and be attracted to the campaign.
More heart strings are utilized in this campaign for the reader to follow and
feel something out of the campaign for ultimate positive change. There are more
barriers that are identified to the adoption of this behavior via perceived
improvement and key psychological barriers that ultimately give the audience a
variety of views to deter against and ultimately choose the best one that is in
their intertest. This campaign also includes real change in the way of letters
to executive chiefs and essentially targeting towards children as they can be
the role models and change makers for adults to look upon and if they see that
then they know change is important and needed. Lastly, statistics are a valid
part and much needed part of a campaign which backs up facts and this campaign
effectively includes those; however, the credibility factor is not provided
which is one negative compared to the Westminster campaign.
As for the comparison this
campaign is more detailed and in depth than the DontBeIdle campaign. For one,
that campaign is missing critical elements such as not having a value chain
from consumer to business. There is not a defined stakeholder element which can
overlay the consumer from following along. The target audience is well defined
in the polar bear challenge and has many more mediums to promote the
sustainable idea. There are different audiences the Take the No Idling
Challenge campaign targets at such as younger children to get them involved
with stickers and making them interested. As well for adults to be the solution
to this global program.
For a more effective campaign
this one could also bring in celebrities to diffuse those societal norms as
people generally tend to follow something if someone famous is portraying the
brand/organization’s message.
References
Gifford
& Robert. (2011). The Dragons of Inaction: Psychological Barriers That
Limit Climate Change Mitigation and Adaptation. American Psychologist - AMER
PSYCHOL. 66. 290-302. Retrieved March 18, 2019, from 10.1037/a0023566.
McKenzie-Mohr,
D., & Smith, W. A. (1999). Fostering Sustainable Behavior: An
Introduction to Community-Based Social Marketing (3rd edition). Gabriola
Island, BC: New Society Publishers.
Mildenberger,
Stokes, Savan, Kolenda, & Doldermann. (2013). Beyond the information
campaign: Community-based energy behavioral change at the University of
Toronto. Environmental Practice. 15. 147-155. Retrieved March 18, 2019,
from 10.1017/S1466046613000057.
Olson,
J. M. (1992, February). Psychological Barriers to Behavior Change. Retrieved
March 18, 2019, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2145450/
Prompts:
Remembering to Act. (n.d.). Retrieved March 18, 2019, from
http://www.cbsm.com/pages/guide/prompts:-remembering-to-act/
Take
the No Idling Challenge! (n.d.). Retrieved March 18, 2019, from https://polarbearsinternational.org/media/3006/pbs-no-idle-toolkit-2017.pdf
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